Research On The Development Orientation Of Real Estate Project

The accurate positioning for real estate projects is the key to success for a project development. At present, real estate development enterprises are facing a series of external environment impact, such as the government macro-control policy, the change of demand for consumers, and the ever-changing supply-demand relations. The change of supply-demand relations is to bring development opportunities as well as survival threats to the real estate development business. Real estate companies should be market-oriented, and improve the real estate development enterprise's core competitiveness. Through this, the real estate development enterprises can then find market opportunities, master market needs, seek more accurate positioning, avoid market risk, and accelerate the project development success.This paper mainly studies the Guanyinyan Project, focusing on how to seek an accurate positioning for the development of a project. Under the theories guidance in terms of positioning, variations and market segmentation, it proposes the background, ideas and methods for the research of the project positioning. Considering both the development status of real estate in China and the characteristics of that in Changsha, the paper stresses on the analysis of the external environment that the project is facing, including the real estate New Deal, Changsha real estate market development, market segmentation, and the regional market conditions for the project. Meanwhile, it conducts a systematic analysis of the project's own internal environment. On the basis of market-based analysis, a conclusion is made for the investigation of customer needs in Changsha. The paper discusses both internal and external marketing environment and customer demand that the project is facing, and proposes market opportunities and development direction for it. Finally, by the principles of the project positioning, the client positioning, product positioning, and price positioning can be determined.The sutdy of the development positioning in this paper is based on the detailed analysis of internal and external market environment that the Guanyinyan project is facing, and the development of real estate in Changsha. The findings can be directly applied to the positioning of projects, and also provide reference for the same type of regional position of the development projects. Therefore, this paper has high value for practical application and use for reference.